Trendy cestovního ruchu z pohledu generace Z

The bachelor’s thesis focuses on tourism from the perspective of the young Generation Z, which is gradually becoming a significant segment of the tourism market. The subject of the research is current trends in tourism, their influence on the behavior of young travelers, and the preparedness of the selected destination – Prague – to respond to the specific preferences of this group. The aim of the thesis is to define contemporary tourism trends and to analyze the specific attitudes and opinions of young Generation Z travelers, and within this context to interpret their impact on the behavior of this group as participants in tourism. Secondarily, the thesis evaluates the preparedness of the selected tourism destination for this type of travelers, i.e. its ability to respond to the identified trends from the perspective of Generation Z, and proposes measures to improve the current situation. The theoretical part addresses the development of tourism, the characteristics of Generation Z, and their relationship to tourism. The practical part is based on semi-structured interviews with young travelers and hotel industry employees. The research results provide insight into the travel preferences of the young generation and highlight ways in which Prague can better appeal to this target group without the need for a fundamental expansion of its tourism offer.